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Smiley’z are fun watches with funky prints and dial-holders offered in different colours and shapes |
BT Fashions has launched a mix-and-match “Make Your Own Watch” brand. Pickzies is an interactive programme that allows consumers to get creative by mixing and matching components to build their own watch.
Pickzies watches launched in travel retail markets and domestic market Miami stores over the past few weeks.
The brand consists of five different families of watches, each of which comes with its own specially designed accessory sets. Parts can be mixed and matched within each family.
The five families are:
Trendy’z: A line of stylish watches with silicone fashion straps and bezels with detailed embellishments such as rhinestones;
Sporty’z: Watches with jelly-silicone straps, clear cases and bezels;
Swaggy’z: Watches with sleek dials and cool silicone straps for a more unisex look;
Smiley’z: Fun, petite watches with funky prints and dial-holders that come in different colours and shapes;
Teensy’z: Watches with colourful dials and vibrant slap-on straps.
“We are very excited about this programme,” said BT Fashions President and CEO Gabriel Bottazzi. “No brand offers the amount of variability and customisation we’re offering through Pickzies. Consumers don’t just get to pick and choose a colour. We have a variety of dials, colours and, through the five families, completely different designs. All at an incredibly low price.”
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Trendy’z watches have silicone fashion straps and bezels with embellishments such as rhinestones |
Under the programme, customers buy one dial – which is the mechanism of the watch, battery and watch face – for one price (US$10). They can then purchase two accessory sets for another US$10. Each accessory set includes one strap. The Trendy’z and Sporty’z lines also include matching bezels, and Smiley’z includes a matching dial-holder that comes in different shapes.
Each watch is water-resistant, can be assembled without any tools, and comes with its own instruction manual and a one-year guarantee backed by BT Fashions.
“Customisation and individualisation are not new, but no single brand has five families to choose from, each with a different type of watch,” commented BT Fashions Vice President & General Manager Travel Retail Worldwide Panayiotis Argyros.
“Pickzies takes this concept to another level, offering a lot of value, not just for our partners, but also for the end consumer. Between the families, designs, and colours, there are over 49,000 different, unique watches you can create.”
He added: “We launched Pickzies at all the Bijoux Terner corporate stores the first week in July and have been rolling it out to the cruiseships throughout the month.
“With the infrastructure, expertise and distribution network that is so integral to the success of the Bijoux Terner brand, we believe that Pickzies can make a really big splash in the market.”
Ease of execution
“The program is very easy and efficient to set up and operate,” said Sales Director for Cruises & Company-Owned Stores Sara Ordoñez. “We have produced a training video designed especially for our cruiseship customers showing them the ease of execution. It takes less than a minute to set up each family of watches.
“Pickzies lends itself very well to the “˜in between’ activities time of the shoppers in most our store locations – such as before a flight in the airport or sailing between cruise destinations. Not only do they purchase a watch, but they enjoy the experience of creatively designing it themselves.”
BT Fashions has also produced a video to show buyers how easy it is to set up each watch.
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Sporty’z watches have jelly-silicone straps, clear cases and bezels; Swaggy’z feature sleek dials for a more unisex look; and Teensy’z offer colourful dials and vibrant straps |
About BT Fashions
BT Fashions, the company behind Bijoux Terner and one of the leading gift specialists in the travel retail channel, pioneered the “all items, one price” concept. Established in Miami in the 1970s, BT Fashions today has more than 700 boutiques worldwide specialising in women’s and men’s fashion accessories. The company’s fashion boutiques can be found in travel destinations including hotel and casino resorts, cruiseships, airports and train stations in over 60 countries in North America, South America, Europe, the Middle East, Africa and Asia Pacific.
For details, contact Panayiotis Argyros, Bijoux Terner Vice President of Global Sales Operations, tel: +1 786 547 4091, fax: +1 305 500 7551 or e-mail pargyros@bijouxterner.com
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